Consumers Will Buy From Email

Peter Prestipino

Posted on 3.17.2013

Mobile email is playing an important role in the success of e-commerce retailers’ marketing initiatives and new research from email marketing service Blue Hornet, a division of Digital River, shows just how much.

The 2013 Consumer Views of Email Marketing report from Blue Hornet reveals that 63 percent of consumers say they “may” buy from an email read on a mobile device. It’s not all good news however. The number who may unsubscribe due to poor mobile display exceeds 30 percent (see graph below) and it’s only increasing.

Mobile email design is obviously taking center stage, but what is really driving e-commerce activity? According to the survey of 1,000 U.S. consumers, nearly 84 percent of consumers report discounts as the most important reasons for signing up to receive emails. Mobile devices are clearly becoming an integral part of the consumer e-commerce experience as 74.2 percent will redeem discounts by showing their mobile device to a cashier according to the research.